MILLENNIALS: Embrace Millennials' Values, with Jon Iwata
Jon Iwata is the Senior Vice President of Marketing and Communications at IBM. As a member of the communications team for over 25 years, Iwata has taken an active interest in watching the workforce change. Every year he meets with IBM’s summer interns for an informal focus group on the state of emerging talent. In this lesson from Big Think Edge, Iwata explores key millennial values and what every company can do to embrace them.
Jon Iwata leads IBM’s marketing, communications and citizenship organization. His global team is responsible for the marketing of IBM’s product and services portfolio in more than 170 countries, market intelligence, communications, and stewardship of the IBM brand, recognized as one of the most valuable in the world.
Jon and his team lead the marketing of Watson, the breakthrough technology that is bringing cognition and artificial intelligence to healthcare, retail, financial services, education and all industries being transformed by the phenomenon of data.
Jon reports to IBM Chairman, President and Chief Executive Officer Ginni Rometty. He is a member of IBM’s Operating Team, responsible for day-to-day marketplace execution, and IBM’s Client Experience Team, which focuses on making distinctive client experience systemic across IBM. He is vice chairman of the IBM International Foundation.
Jon joined IBM in 1984 at the company’s Almaden Research Center in Silicon Valley. He was appointed vice president of Corporate Communications in 1995 and senior vice president, Communications, in 2002. He assumed his current role on July 1, 2008.
Jon is a trustee of Cooper Hewitt, Smithsonian Design Museum. He is a director of the Japan Society and a director of the Association of National Advertisers. He is past chairman of the Arthur W. Page Society, a professional group of Chief Communications Officers.
In 2015, Jon was inducted into the CMO Club Hall of Fame. That same year he received the Distinguished Service Award from The Seminar, an organization consisting of Chief Communications Officers. He holds a B.A. from the School of Journalism and Mass Communications at San Jose State University.
Jon is co-inventor of a U.S. patent for advanced semiconductor lithography technology.
One of the greatest meetings I have any year at IBM is breakfast with our summer interns. And I’ve been doing this now for over 15 years. And so they’re just wonderful interactions with these young people and they’re full of energy and they want to make a good impression and they’re working on interesting things. But I use it as a kind of personal focus group and I’ve asked the same set of questions for over 15 years. I ask questions like, “There’s breaking news this afternoon. How are you going to hear about that news? Tell me about that.” “You’re going to shop for a product starting this afternoon. Tell me about how you’re going to initiate that journey to purchase something.”
And, of course, as you guess over the years the answers to that have changed a lot. Well just a few weeks ago I met with this year’s, you know, group of summer interns. They’re all millennials by definition. And I talked a lot about what makes a millennial a millennial. And I’m, of course, comparing it to everything I’ve read about millennials. And it is true that the purpose of their work matters greatly to them. They don’t want to differentiate what they do in their personal life from what they do in their professional life. It matters to them. They are technology savvy. They take it for granted. It’s like breathing to them. And they assume that the companies they work for or engage with are going to engage with them on that basis. They are highly empowered with information and they rely on social networks not for idle things alone but to make decisions. All true.
What surprised me in this group are two things. One is they said, “As much as we’re doing this [using smartphones] all the time, we really value face-to-face. And we want to work in a place where we get to work with people physically.” And so I think X years ago people said, “No, I’d like to work at home or work on the road” and all the rest. Very, very different with at least this generation of young professionals. This [smartphone use] plus face-to-face. And so suddenly at IBM, you know, we’re having to pay a great deal of attention to the physical design of our offices and labs, the physical environments, the technical tools together. The team configurations, the method of working, all very, very important to millennials and it won’t be limited to millennials.
The last point I’ve asked for, you know, a long time now, “How many of you, you know, are concerned about giving away your personal information?” You know you’re telling everybody in the world like what you’re doing and where you are and what you’re looking for. And people who aren’t millennials, let’s put it that way, say, “I would never tell the world those things about myself.” So, for example, “How many of you have turned off Geo Location on your smartphones?” Up until this year like one percent. I get like one or two hands saying I’ve turned off GPS on my smartphone. This year over half had turned it off and it was quite startling. And I said, “Well why did you do that?” "Because I don’t want my physical location to be seen by companies and other entities. That’s my data, not their data.” Others said, “I turn it on and off because I get serviced for that.” What I learned from this is this is not just a tech-savvy generation meaning this [smartphone usage]. This is a tech savvy generation when they understand that one of the most powerful things and most valuable things they own is their data, is their personal information and they’re not going to naively give it away without return of value to them. And that’s a great eye-opener. First, it gives me hope that they’re not naively embracing technology to their regret one day. It gives me hope that it will cause, whether it’s a government or a business, a healthcare system, a university system to respect the customer, the employee, the citizen. And that’s only a healthy thing.
In this lesson from Big Think Edge, Jon Iwata, Senior Vice President of Marketing and Communications at IBM, explores key millennial values and what every company can do to embrace them.
Swiss researchers identify new dangers of modern cocaine.
- Cocaine cut with anti-worming adulterant levamisole may cause brain damage.
- Levamisole can thin out the prefrontal cortex and affect cognitive skills.
- Government health programs should encourage testing of cocaine for purity.
Civil discourse has fallen to an all time low.
The question that the American populace needs to ask itself now is: how do we fix it?
Discursive fundamentals need to be taught to preserve free expression
In their findings the authors state:
upholding First Amendment ideals.
Talking politics at Thanksgiving dinner
- Progressive Activists: younger, highly engaged, secular, cosmopolitan, angry.
- Traditional Liberals: older, retired, open to compromise, rational, cautious.
- Passive Liberals: unhappy, insecure, distrustful, disillusioned.
- Politically Disengaged: young, low income, distrustful, detached, patriotic, conspiratorial
- Moderates: engaged, civic-minded, middle-of-the-road, pessimistic, Protestant.
- Traditional Conservatives: religious, middle class, patriotic, moralistic.
- Devoted Conservatives: white, retired, highly engaged, uncompromising,
It's interesting to note the authors found that:
"Tribe membership shows strong reliability in predicting views across different political topics."
Here are some statistics on differing viewpoints according to political party:
- 51% of staunch liberals say it's "morally acceptable" to punch Nazis.
- 53% of Republicans favor stripping U.S. citizenship from people who burn the American flag.
- 65% of Republicans say NFL players should be fired if they refuse to stand for the anthem.
- 58% of Democrats say employers should punish employees for offensive Facebook posts.
- 47% of Republicans favor bans on building new mosques.
Here are some guidelines for civic discourse that might come in handy:
- Practice inclusion and listen to who you're speaking to.
Civic discourse in the divisive age
dangerously tribal, fueled by a culture of outrage and taking offense. For the combatants,
the other side can no longer be tolerated, and no price is too high to defeat them.
These tensions are poisoning personal relationships, consuming our politics and
putting our democracy in peril.
Once a country has become tribalized, debates about contested issues from
immigration and trade to economic management, climate change and national security,
become shaped by larger tribal identities. Policy debate gives way to tribal conflicts.
Polarization and tribalism are self-reinforcing and will likely continue to accelerate.
The work of rebuilding our fragmented society needs to start now. It extends from
re-connecting people across the lines of division in local communities all the way to
building a renewed sense of national identity: a bigger story of us."
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